This document provides an overview of a survey conducted by Format Research on the evolving behaviors and relationships of Italian bank account holders with banks in light of the growing adoption of digital technologies. The survey examines how account holders, particularly self-employed workers, are using the internet, online banking, e-commerce, and social media to manage their accounts and interact with banks. It outlines the research methodology, sample characteristics, topics to be analyzed, output and reporting, timeline, and commitment to research quality standards.

1. digital evolution
survey on the evolution of italian account holders' behaviours and relations with banks, at the light
of the diffusion of new digital technologies
presentation leaflet
rome, january 2015 (13181fo / 01)

2. 2
agenda intro
research perimeter
method
output
timing
budget
quality & references

3. 3
intro |
Format Research realizes since 2013 “Digital
Evolution”, a multiclient survey of Italian account
holders' behaviours, pertaining to the use of internet
banking and social networks in the relationship with
banks.
The survey examines behaviours, strategies, and
trends of Italian account holders – particularly, self-
employed workers – performing online banking
(internet banking, digital banking, e-commerce, online
purchasing and selling, ecc.), and their use of social
networks

4. 4
research perimeter | observed phenomena
Representative sample of Italian account holders utilizing the web to
communicate with their banks and/or perform online banking, further analysed
according to their use of social networks. Specifically, the following phenomena
are considered:
– Internet usage
– Digital Banking
– E-commerce: online purchasing and selling
– The use of social networks: the bank of tomorrow

5. 5
research perimeter | the content in detail
• Main bank (online / traditional)
• Average daily hours of web browsing
• Devices used for browsing (smartphone, tablet, PC, etc.)
• Main purpose for using the Internet
Internet usage
Digital Banking
E-commerce: online
purchasing and selling
The use of social networks:
the bank of tomorrow
• Frequency of reaching the bank branch for account management
• Openness on the part of customers to the possible extension of branches' schedules, in order to
increase the availability of services
• Openness towards services that are not strictly financial (mobile, reading, travel, coupons / ticketing,
other) to be possibly provided at the branch by the bank
• Mobile banking usage - via smartphone / tablet - and for what purposes
• Monthly usage of online banking and for what purposes
• Ability to interact via online chat / video-chat with bank employees
• Opinion on possible future allocation of all banking activities to online, home, mobile banking and/or
to other digital channels (i.e. excluding the possibility of performing operations at the branch)
• Average monthly use of ATM and for what purpose
• Monthly average recourse to financial promoters and for what purpose
• Internet usage for purchases or payments, and average monthly time / expenditure
• Online purchasing of financial or insurance products (policies, financing, credit cards, etc.)
• Openness to mobile banking in replacement of credit cards / savings for shopping
• Usage of social networks and which one specifically (Facebook, Twitter, YouTube, Google Plus, etc.)
• Average daily time spent on social networks
• Average usage of social networks through mobile (tablet / smartphone)
• Maximum allowed expenditure if Facebook or Twitter required charge
• Percentage of users following their bank via Facebook / Twitter and for what purposes
• [For those who don't use social networks] Reasons for not using social networks
• Openness to online purchasing of banking products / services as unique allowed form of buying (i.e.
excluding the branch)
• Openness to the possibility to use a private space within the branch, as provided by the bank (e.g. a
lounge room, workstation, ecc.)
• Ability to carry out operations independently (through self-service, at the branch) without the support
of a manager / bank assistant
• "The bank of tomorrow": openness to the possibility of using the waiting time at the branch to buy
snacks, browse the web, ecc.
• Expected characteristics of the branch of the future

6. 6
CATI (Computer Assisted
Telephone Interview) /
CAWI (Computer Assisted
Web Interview)
Structured questionnaire
Representative sample of
Italian account holders using
internet banking (1.800
cases)
Focus on "self-employed
workers" (entrepreneurs,
professionals; oversampling
of 200 cases)
Biannual survey (2 flights
in one year). Time series
available from 2013)
• Italy North-West
• Italy North-East
• Italy Centre
• Italy South & Islands
Gender: men, women.
Age: 18-24 y.o., 25-34 y.o.,
35-44 y.o., 45-54 y.o., 55-64
y.o., over 65.
Marital status: married or in
like families, non-married
and living with birth families,
single.
Entrepreneurs,
professionals; owners;
managers; supervisors;
employees; freelance
professionals; workmen &
ploughman; unemployed;
housewives; retired;
students
It is possible to customize the
questionnaire by adding some
items of specific interest (until
three, to be requested with at
least 15 days before the field
start)
All rights of the customization
are the property of the Client.
AreaSample
Gender, Age, Marital
Status
Socio-Professional Status
Research InstrumentContact Method Periodicity Customization
method | technical characteristics

7. 7
Sample of Italian account holders (1,800 cases), and focus on self-employed workers
(oversampling of 200 cases) segmented according to the following dimensions:
• gender, 2 classes (men; women)
• age, 4 classes (18-24 y.o., 25-34 y.o., 35-44 y.o., 45-54 y.o., 55-64 y.o., over 65);
• area (North-West, North-East, Centre, South & Islands)
• marital status, 3 classes (married or in like families, non-married and living with birth families,
single);
• socio-professional status (entrepreneurs, professionals; owners; managers; supervisors;
employees; freelance professionals; workmen & ploughman; unemployed; housewives;
retired; students);
• bank type, 2 classes (online, traditional)
• major aims in using the internet (get info on products / services, purchasing, requesting
financial / technical consultancy)
• use of social networks
Research instrument: structured questionnaire.
Contact Method: CATI (Computer Assisted Telephone Interview) / CAWI (Computer Assisted Web Interview)
Further types of segmentation are available on the Client's demandFurther types of segmentation are available on the Client's demand
method | sample characteristics

8. 8
output | delivery of results
apr |
may |
jun |
jul |
DB
R
Research Report I DB of Macrodata
aug |
sep |
oct |
nov |
dec |
jan |
feb |
mar |
DB
R
Research Report II DB of Macrodata
N
Newsletter – Updates

9. 9
Database of
Macrodata
(crosstabs)
Research
Report
Sampling results are reported to the
universe. Answers to all questions included
in the questionnaire will be segmented by
the sample's study domains, etc.
Format: SPSS, Ms Excel.
Research results are represented through
graphs and synthetic statistical tables;
with extensive comment and final glossary.
Format: Ms PowerPoint
output | delivery of results

10. 10
timing | release calendar
January February March April
May June July August
September October November December
Data Collection and Analysis
Biannual Report
(about the 15th of each indicated
release month)
Newsletter – Updates
(about the 15th of each indicated
release month)

11. 11
ICC/ESOMAR Code on Market and Social Research
ASSIRM Code
Code of the SIS (Italian Statistical Society)
Italian Law on Privacy D.lgs 196/03
quality and references | rights and ethical code

12. 12
quality and references | quality plan
Quality audit of the services provided will be guaranteed by means of specific project cycle management
procedures and preliminary identification of management responsibilities. Periodic checks and
assessments will allow continuous monitoring of the state of the project and relevant activities, their
compliance with organizational, logistical, time, and quality standards with respect to the expected product
and the program shared with the Client. In case of proven non-compliance, in agreement with the Client,
major determinants will be investigated, and subsequently valid corrective actions will be systematically
implemented. The approach offered by our institute is either simple and structured, as it focuses on eight
priority objectives that are consistent to the ISO9001 certification:
Garantire la sicurezza e la riservatezza
Accurate procedure interne per la sicurezza fisica e
logica dei dati e dei deliverable
Garantire la continuità
Corretta allocazione e gestione delle risorse
durante la realizzazione del progetto e costante
trasferimento del know how
Verificare la soddisfazione del cliente
Monitoraggio periodico dei livelli di soddisfazione
del cliente mediante l’utilizzo di strumenti standard
(es. Questionari, interviste, …)
Assicurare la qualità dei deliverables
Analisi e revisione della documentazione prodotta a
più livelli (es. Responsabile di progetto, Consulenti
senior)
Pianificare il progetto
Pianificazione di dettaglio di attività, risorse,
tempo, milestones, deliverables
Monitorare l’andamento del progetto
Indicatori quantitativi di performance sulle attività
svolte (es. APQ rilevati)
Consuntivare i risultati
Schede di avanzamento lavoro standard per tutta
la durata del progetto
Comunicare e condividere i risultati
Riunioni di lavoro ed utilizzo di strumenti
informatici per la condivisione dello stato del
progetto e della base informativa disponibile
Piano della
qualità
1
2
3
45
6
7
8
Ensuring Safety and Confidentiality
Accurate internal procedures aimed at ensuring
physical and logical protection of data and
deliverables
Ensuring Continuity
Allocation and management of resources
over the whole project execution and
constant know-how transfer
Customer Satisfaction
Periodical customer satisfaction analyses
by means of standardized tools
(questionnaires, interviews, ...)
Project Management
Detailed planning of activities, resources,
time, milestones, deliverables
Project Monitoring
Estimation of quantitative activity
performance indicators (e.g. APQ)
Preliminary Results
Exploration
Production of reports on the state-of-the-
project over the whole project execution
Sharing of Final Results
Live and remote sharing of final results
and the available information base
by means of meetings and electronic tools
Quality
Plan
QUALITY PLAN – PRIORITIES
Quality Assessment of
Deliverables
Multi-level assessment and review of
deliverables (by Project Leaders, Senior
Consultants, etc.)

13. 13
Emanuele Fino
Account Researcher
Tel: +39 06 86328681
Mobile: +39 39 3891115143
Email: emanuele.fino@formatresearch.com
Pierluigi Ascani
Chairman of the Board of Directors
Philosopher. Founder, President and Scientific Director of
Format Research since 1992. Twenty-year experience in
marketing research, customer satisfaction, political,
economical and social studies. Adjunct Professor in Social
Research Methods at Sapienza University of Rome, Faculty
of Philosophy.
Barbara Di Cosimo
Project Leader
Economist, working in Format since 2007. In charge of the
organization and coordination of research, expertise
regarding qualitative and international studies.
Scientific
Director
Info
quality and references | credits

14. 14
This document is the base for an oral presentation,
without which it has limited significance and may give
rise to misunderstandings.
Reproductions, albeit partial, of the content of this
document, are forbidden without previous written
authorization by Format.
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